Stamps are sent across borders, just like how animals are trafficked across borders. Hence, it was the perfect media. At the same time, the space constraint – which could have been a restriction – served to reinforce the idea instead. The visuals were also a departure from the usual beautiful wildlife photos sometimes seen on stamps. That made it unexpected and drew attention.

The stamps were very well-received by recipients, with requests for additional copies. People who received the stamps, whether through ACRES or by mail, wanted to find out more about the trafficking issue. Traffic to the website also increased during the campaign period.